The authenticity gap: What Gen Z really thinks about your brand

Authenticity isn’t optional for Gen Z. It’s the price of entry. Our global study* of more than 500 young consumers across eight countries found that 44% value transparency above all else, while nearly a third reject brands for “trying too hard” with forced messaging.

The research reveals a sharp divide: brands that combine accessible pricing, genuine purpose, and natural communication earn loyalty, while those prioritizing profit or launching superficial initiatives lose trust.

Conducted using QualBot, our conversational research framework, the study shows exactly where brands are succeeding and where they’re falling short.

What attracts Gen Z to brands?

For Gen Z, genuine connection with a brand is associated with attributes such as inclusion and diversity, fair pricing and accessibility, active digital presence, and innovation aligned with clear values.

Brands perceived as truly connected adopt a natural tone, deliver accessible value, engage on social media with relatable language, and demonstrate genuine commitment to social and environmental causes.

“The brands winning Gen Z have grasped a fundamental truth: relevance today is earned through values, not volume. And that requires a shift from marketing tactics to brand principles.”

– Patricia Fujisawa, Senior Manager, SKIM

Most valued connection factors

When asked what brands are doing right, young people highlighted:

• Authenticity and transparency (44%)
• Digital presence and engagement (37%)
• Accessibility and fair pricing (37%)
• The ability to follow trends and personalize offers (34%)
• Inclusion (29%)
• Acting with a clear purpose (22%)
• The use of humor and relatable language (19%)

Where brands lose Gen Z

Among the most recurring criticisms were:

• Forced communication (“trying too hard” – 32%)
• Excessive focus on profit (29%)
• High prices (27%)
• Lack of diversity (18%)
• The launch of superficial or low-quality products (17%)

What this means for your strategy

The research reveals three clear priorities for brands targeting Gen Z:

1. Innovation with purpose: Products and experiences must reflect the values Gen Z cares about. Purpose can’t just live in brand guidelines, it needs to be evident in what you make and how you make it
2. Authentic communication: Focus on real stories, inclusive representation, and communication that feels natural, not forced
3. Smarter revenue management: Prioritize accessibility in your pricing and promotions. Gen Z will pay for authentic value, but high prices without clear justification are a dealbreaker

“Brand leadership among young people requires balancing global relevance with local sensitivity, being inclusive, transparent, and consistent between message and practice.”

– Mariana Abelha, Director of Innovation, Brand and Communication Insights, SKIM

The methodology: Qualitative insights at scale

This study was conducted using QualBot, our AI-powered conversational research framework that transforms traditional surveys into dynamic dialogues. QualBot is a qualitative research chatbot that uses artificial intelligence to support qualitative research fieldwork by assisting with activities such as probing, text analysis, coding suggestions, and thematic exploration.

The methodology is especially effective for brand challenges such as drivers of connection, associations, and attributes. It is also highly useful for product decisions, including functionality, audience fit, and communication.

By combining deep qualitative techniques, QualBot captures emotional and behavioral nuances at scale, delivering powerful insights for strategic decision-making.

Want the full story?

We’d love to walk you through the full findings and explore what they mean for your strategy.

*543 young people aged 18 to 25 across eight countries: the US, Mexico, El Salvador, Guatemala, Brazil, France, UK, and China.

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